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Alibaba debuts mobile marketing platform in Indonesia

Alibaba Mobile Business Group has launched a mobile marketing platform called UC Ads in Indonesia. The new offering aims to provide content marketing solutions for both industry leaders and small and medium enterprises (SME), according to a statement.

The statement added that the offering aims to help businesses connect with the right audiences by utilising strong mobile user’s insights to deliver “accurate and precise targeting” for its partners.

According to Kenny Ye (pictured), general manager, overseas business, Alibaba Mobile Business Group, Indonesia has a large population and the advertising marketing in this country has strong potential for growth.

As such, UC Ads aims to help businesses in Indonesia to improve brand exposure, APP download, product reputation, sales promotion and customer acquisition. It is also designed to analyse big data generated by network behaviours to find out potential consumers for advertisers. The offering then programmatically delivers ads to target audiences in a suitable scenario.

In Indonesia, UC Ads will focus on engaging with businesses in various industries. This includes education, finance, FMCG, e-commerce, gaming, tourism, entertainment, IT and 3C sectors looking to customise their marketing solutions, as well as SMEs seeking cost-effective mobile marketing. The offering also leverages the user bases of UC Browser, UC News and 9Apps.

One brand which has already jumped on board is smartphone manufacturer VIVO which participated in a pilot partnership lasting from 5 April to 21 May this year. During the period, UC Ads created a customised Big Day campaign for VIVO to help boost the smartphone brand’s awareness. This is by increasing the ad exposure on UC Browser, UC News and 9Apps. UC Ads also took VIVO’s sport marketing strategy and displayed the ad in the sports column of UC News. According to the company, the campaign achieved 21% overflow exposure by making 600 million impressions.

“UC Ads is committed to be the intelligent mobile marketing partner for Indonesian enterprises. We are also taking security and privacy very seriously and work hard to comply with local regulations of each region we operate in,” Ye said.

He added that it is standard industry practice to collect user information and data in necessary scenarios to provide users with better services. As such, UC Ads takes necessary authorisation from users to collect this data and have strong measures in place to encrypt the data, Ye added.